Not anymore. In fact, there never was. People have never been dumb. Most just weren't motivated to seek an alternative, especially about things that didn't originate in their own town. You knew if farmer John's milk was good...you could ask a neighbor. It was much harder to know if the Sears catalog was lying to you. The problem wasn't smarts. There just wasn't a reliable way to learn. Enter ubiquitous high-speed bandwidth...today's internet. It changed everything, especially the rules about keeping people in the dark.

Last week a company tried to sell me spark plugs and spark plug wires for more than five hundred dollars. The same products were available outside the shop for under a hundred. The jig wasn't hard to figure out. When I asked them about it, no problem..."just bring in your own parts". A sucker punch. Here's a national, well recognized brand, categorically ignoring all the new rules of customer care and marketing hoping to pull a fast one on people. What do they really hope to gain? Makes you wonder.

Most trickery is more subtle. An ad campaign that promises the best meal while the restaurant is consistently empty. A website that boasts fabulous customer service while overbooking practices drive people mad.